Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company with a majority stake owned by Unilever. It has a wide range of brands in home and personal care such as Lux, Lifebuoy, Dove, Surf, Wheel, Sunlight, Fair & Lovely, Ponds, Vaseline, Sunsilk, Clinic, Pepsodent, Closeup and many food and beverage brands. HUL has a strong presence across India through its factories and extensive distribution network reaching urban and rural areas. It focuses on marketing strategies tailored for both markets, including its rural initiative Project Shakti which empowers small village women. HUL engages in

1. Submitted To: MGC Submitted By:
Bhag Narain
Bcp 3rd
43300

2. Study of Marketing Ethics By HUL

4. INTRODUCTIONINTRO
 India's largest Fast Moving Consumer Goods company with 100 factories across India.
 In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company,
followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
 HUL formed in November 1956;
 The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited.
 one of the country's largest exporters and recognised as a Golden Super Star Trading House
 The mission – “add vitality to life.”

5. VISION OF THE COMPANY

6. Hindustan unilever
ltd
Personal wash
Lux, lifebuoy, dove
Pears, rexona, breeze,
Laundry
Surf excel
Wheel
sunlight
Skin care
Fair & lovely
Ponds
vaseline
Hair care
Sunsilk
Clinic
Oral care
Pepsodent
closeup
Deodorants
Axe
rexona
Color cosmetics lakme
ayurvedic ayush

7. HOME & PERSONAL CARE
FOODS
EXPORTS
OTHERS(CHEMICALS,
WATER)
16.2%
7.3%
2.2%
74.3%
CONTRIBUTION TO DIFFERENT SECTORS

8. •Lux was launched in UK in 1899 as a Laundry soap to wash delicate(silk) clothes in home.
•In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment.
•From the starting, it has been claimed as “The Beauty Soap Of Film Stars”.
•In 2006, Lux was awarded as Awaz consumer Award 2005 as the most preferred toilet soap.

9. •Dove was launched in 1955 in US. It has been available in India from 1995.
•It has proved to have ¼ of moisturising cream that maintains the skin be smooth & soft.
•In 2004, HUL’s campaign of Real Beauty by Ogilvy inspired women to have the
confidence to be comfortable with themselves & in 2006 it got the Grand Effie Award.

10. GERMS SE KOI DAR NAHI
•Launched in 1895 in UK and then in India.
•A Low cost soap catering huge population.
•The jingle, ‘Making a billions of Indian feel safe and secure’
Says everything!!
•Comes with different varieties and treats different needs.

11. Competitors of HUL SOAPS
HUL brands
• Lux
• Rexona
• Breeze
• Lifebuoy
Competitors brands
• Santoor, Chandrika
• Cinthol, Mysore Sandal
• Godrej no. 1, Nirma
• Dettol

12. Competitors of HUL SOAPS
HUL brands
• Pears
• Dove
• Hamam
• Liril
Competitors brands
• Santoor, Savlon
• Camay
• Margo
• Cinthol

13. 0%
10%
20%
30%
40%
50%
60%
FY04 FY05 FY06 FY07 FY08
HUL
NIRMA
GCPL
54%
6% 9%
6%
10%
57% 55% 55%
52%
10% 9%
8% 8%
9%
5%
HUL’s SOAP MARKETSHARE

14. The HUL Hair Care

15. Competitors of HUL Hair Care
• Sunsilk
• Clinic Plus
• Dove
• Pantene
• Head & Shoulders
• L’Oreal, Grainer

16. The segment Of HUL TOOTHPASTE

17. • Pepsodent, launched in 1993, was the first toothpaste with a unique
anti-bacterial agent to address the consumer need of checking germs
even hours after brushing.
• Pepsodent packs included a Germ Indicator in February-May 2002,
which allowed consumers to see the efficacy in fighting germs. As a
follow-up, in October 2002.
• The relaunch campaign in October 2003 widened the context to "sweet
and sticky" food and leveraged the truth that children do not rinse their
mouths every time they eat, demonstrating that this makes their teeth
vulnerable to germ attack.
• Pepsodent's most recent campaign aims at educating consumers on the
need for germ protection through the night.
• Pepsodent also includes a range of toothbrushes.

18.  Closeup is the original youth brand of India.
The first brand targeting youth in the oral care market, with an edgy and
youthful image which stays relevant till date. Ever since its launch in
1975
Closeup was the first gel toothpaste to be launched in India and has led
the gel toothpaste segment ever since.
Closeup became the first Gel toothpaste with Fluoride in the Indian
Market!
The brand umbrella also includes Closeup Lemon Mint, gel toothpaste
with the whitening benefits of lemon.
The latest entry in the Closeup stable is Closeup Milk Calcium –
revolutionary new toothpaste with the goodness of milk calcium

19. Competitors of HUL TOOTHPASTE
• Pepsodent
• Close Up
• Colgate
• Meswak
• Dabur Red
• Anchor

20. 0%
10%
20%
30%
40%
50%
60%
FY04 FY05 FY06 FY07 FY08
COLGATE
HUL
DABUR
33% 32%
48% 49%
9%
48%
32%
2%
46% 47%
7%
30%
8%
30%
7%
TOOTHPASTE MARKET SHARE

21. HUL COSMETICS

22. Named after the French opera Lakmé
Lakme started in 1952 as a 100% subsidiary of Tata Oil Mills
In 1998 Tata sold off their stakes in Lakmé Lever to HLL
It offered a range of cosmetics with nail polishes & lipsticks
from the early 80’s
It has introduced a range of skincare products from 1987.
Competitors :
Revlon, Maybelline,L’Oreal

23. Theron T. Pond, a pharmacist from New York, introduced 'Pond's in 1846
In 1886 it was relaunched as Pond's Extract and in 1914 Pond's Cold Cream
In 1955 Pond's Extract Company merged with Chesebrough Manufacturing and in
1987 Unilever purchased Chesebrough-Pond's
Competitors:
Nivea, Charmise

24. HUL FOOD BRANDS
TEA
• Brooke Bond
• Lipton
COFFEE
• Brooke Bond Bru

25. FOOD
• Kissan
• Annapurna
• Knorr
ICE CREAM
• Kwality Wall’s

26. TEA
• Brooke Bond Red Label was launch in 1903
• It is India's single largest tea brand

27. SALT
• The brand currently operates in two of the
largest, almost universally consumed, foods
categories of the country – Salt & Atta (wheat
flour)
• Annapurna brand, first introduced
in 1997

28. ICE CREAM
• Kwality Wall's, launched in 1995
• Key launches includes. Cornetto, Feast,
Viennetta, and a range of Sundaes, and also
exciting eats for children specifically, like Limae
Punch or Sunshine Zing Cone

29. COMPETITORS

30. TEA

31. SALT

32. SOUPS

33. ICE CREAM

34. HUL LAUNDRY CARE

35. Pioneer in Indian detergent powder.
Constantly upgraded itself.
e.g. Surfexcel Blue, Quick wash,

36.  Launched in 1969, Rin with the power of its thunderous
lightning flash has become a household name synonymous with
dazzling white clothes.
 A Value added brand with different variants e.g. Rin matric &
Rin advanced.
 Rin has won a number of accolades, the most recent being
voted as the Most Preferred Detergent brand in India at the
Awaaz Consumer Awards in 2006.

37. •A Heritage brand launched in 1888
In the form of detergent cake.
•Value added brand i.e. priced over
Wheel but below Rin.
•Famous in WB & Kerala.
SUNLIGHT

38. • Low priced detergent.
• Introduced in 1987 to compete with
Nirma.

39. COMPETITORS
SURF EXCEL: ARIEL
WHEEL: NIRMA
RIN: TIDE

41. 3
Company Name Net Sales Net Profit
Operating
Profit Margin
(in Rs.
Crore)
Growth (%)
(in Rs.
Crore.)
Growth (%) (%) (%)
FY'08 FY'08 FY'07 FY'08 FY'08 FY'07 FY'08 FY'07
HUL 13880.56 13.36 9.38 1769.06 -4.65 31.76 14.95 14.74
GCPL 891.92 17.22 16.05 148.12 21.37 0.68 22.27 20
Dabur 2093.63 19.9 29.7 316.77 25.66 33.3 18.59 17.45
Colgate 1518.88 14.03 16.02 231.71 44.66 16.4 18.09 18.79
Marico 1575.99 14.76 31.39 143.41 23.45 17.47 13.29 13.77
Proctor and Gamble 643.95 18.54 -4.98 131.42 46.3 -35.6 27.75 24.14

42. SWOT Analysis
Strengths:
•Strong brand portfolio, price quantity & variety.
•Innovative Aspects.
•Presence of Established distribution networks in both
urban and rural areas.
•Solid Base of the company.
•Corporate Social Responsibility(CSR)
Weaknesses:
•"Me-too" products which illegally mimic the labels and
brands of the established brands.
•Strong Competitors & availability of substitute products.
•Low exports levels.
•High price of some products.
•High Advertising Costs.

43. Opportunities:
•Large domestic market – over a billion populations .
•Untapped rural market.
•Changing Lifestyles & Rising income levels, i.e. increasing per capita
income of consumers.
•Export potential and tax & duty benefits for setting exports units.
SWOT Analysis
Threats:
•Tax and regulatory structure.
•Mimic of brands
•Removal of import restrictions resulting in replacing of domestic brands.
•Temporary Slowdown in Economy can have an impact on FMCG Industr

45. Marketing
• Is the process of
communicating the
value of a product or
service to customers,
for the purpose of
selling the product or
service.

46. Ethics
Is the art and science
of determining good
and bad or right or
wrong moral behavior.

47. Marketing Ethics
• is the area of applied
ethics which deals
with the moral
principles behind the
operation and
regulation
of marketing.

48. Marketing Mix

49. Product
Consumer safety
Product liability and
reliability
Designing for special
needs

50. Price
Bid rigging
Predatory pricing
Price fixing

51. Place
• Performance
pressure exist
that may lead to
ethical dilemmas.

52. Promotion
Promote unhealthy
products.
Deceptive advertising.
Subliminal advertising.

53. MARKETING STRATEGIES
OF HUL

54. MARKETING STRATEGIES OF HUL FOR
URBAN INDIA
• Adopted Total Productive Maintenance(TPM)
to meet zero error, zero loss.
• Focuses on short supply chain for distribution.
• To meet the every needs of people everywhere.
• Also uses Direct selling channel(HUN), franchisee to reach
everyone e.g. Aviance, Ayush.
• Build segments & market for the future where
Unilever has strong expertise.

55. For long term benefits, HUL started Project Streamline
in 1997.
MARKETING STRATEGIES OF HUL
FOR RURAL INDIA
Project Shakti, partnership with Self help
groups of Rural women & covers 5000
villages in 52 districts in different states.
Appointed 6000 Sub-stockists that directly covers
about 50,000 villages & 250 million customers.
Integrate Economic, Environment & Social objectives with
Business agenda.

56. Corporate social responsibility
 Providing education on health and hygiene
 Women empowerment
 Water management
 Rehabilitation of special or underprivileged children
 Care for the destitute and HIV-positive
 Rural development.
 Plays active role in natural calamities

57. EVERYDAY I WILL SELL.
EVERYDAY I WILL
EARN.
MONEY. RESPECT
1
Started in 2001, Shakti is HUL's rural initiative, which targets small villages with population
of less than 2000 people or less.
micro-enterprise opportunities for rural women
Providing health n hygiene education through shaktivani program
ishakti portal
Shakti has already been extended to about 15 states ,80,000 villages in with 45,000 women
entrepreneurs and generating Rs.700-1000 per month to each women.

58. THANK YOU FOR
YOUR TIME
Presented By: Bhag Narain
Bcp 3rd , C
43300